STRATEGIC PLAN 2018-2022 WORKING TOGETHER TO END FACTORY FARMING WORLDWIDE

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OUR VISION is a world where farm animals are treated with compassion and respect.

OUR MISSION is to end factory farming.

OUR ESSENCE is that farm animals should not, and need not, suffer.

04 Why we all need a new era in food and farming 06 Why do we need Compassion in World Farming? 10 The solution: a world better fed without factory farming 14 Where are we now? 16 What we will do, together 17 Our strategy and your part in it 18 Our milestones to ending factory farming 20 Our strategy map 22 Our approach and core values 24 Our track record 26 About farm animals and factory farming 28 Our plan needs you 03

Factory farming causes immense animal suffering – and drives the world’s food resources, environment and wildlife into the ground.

With your vision, involvement and investment, we want to change the game and spark a new era in agriculture and farm animal welfare.

Together, we can pioneer abundant, sustainable food that is free from animal cruelty – now and for generations to come.

This is our five-year strategy to make that vision a reality, with your help. 04 Strategic Plan 2018 - 2022

WHY WE NEED A NEW ERA IN FOOD AND FARMING

Welcome to our five-year Strategic Plan – our vision of how we can achieve game- changing impact for farm animal welfare, with the help of our amazing supporters.

Changing the game starts with IT’S TIME FOR CHANGE Enriched group housing for pigs, recognition of the problem. and slower-growing breeds of Our organisation is dedicated to poultry, are but two examples. The problem we are focused on ending factory farming. This is a These bring immediate benefits is factory farming, by far the hugely ambitious and urgent goal, for animal wellbeing and kick-start biggest cause of animal cruelty on and one we are determined to the change process. the planet. achieve, with your help. We recognise that in a world Factory farming – the intensive We want to see a wholesale shift with more mouths to feed and confinement of grain-fed* to post-industrial agriculture shrinking resources, increased animals – is devastating for animal where factory farming is replaced meat consumption will put welfare, treating them like units with a humane and sustainable immense pressure on a hard- of production with little or no food system. Land-based, pressed environment. It is regard for their intrinsic value regenerative alternatives, such environmentally imperative as sentient beings. as pasture-fed, free range or therefore to couple moves to organic, provide better lives for less resource-intensive, land- As well as the suffering caused by animals, healthier food and help based farming with reducing caging and crowding animals, factory to save the environment. New meat consumption. farming is deeply damaging to and developing technologies, public health, the environment and That is why our urgent message like ‘clean’ meat from cell cultures, our ability to feed a growing world to consumers and policy makers hold real possibilities for a new population. It is also a big driver of is the need to reduce average approach to producing food extinction, particularly due to vast meat consumption (including without slaughtering animals. land areas used unnecessarily for fish) in favour of better quality, growing animal feed, wiping out To create momentum for change, non-factory farmed meat, wildlife in its wake. Add climate we also support intermediate milk and eggs, balanced with change into the mix and time moves to higher-welfare indoor an increase in more plant- is short to resolve things. farming systems. based foods.

* Whilst grain in the form of cereals is the principal form of animal feed, other important feed ingredients include soya, palm products (kernel and oil) and fish. Strategic Plan 2018 - 2022 05

WE MUST EXPOSE THE Our programmes aim to unlock As you will see, in this Strategic even bigger changes tomorrow; Plan, our ‘big idea’ for changing the FACTORY FARMING MYTH bringing relief to much animal game is to press for an international The problem we face is that many suffering and creating the climate agreement on ending factory policy makers at government and for a food and farming revolution, farming. Through the United corporate level are still locked into a new era of post-industrial Nations, this would set targets for outdated thinking, seeing factory agriculture, where the wide range national governments in moving farming as a ‘necessary evil’. of practical alternatives to factory toward a better, more humane farming can flourish. food system. These would build Yet, the reality is that factory on thinking already developed Our work is powered by a growing farming wastes vast quantities of internationally through the social movement of citizens and food, scarce arable land, water and Sustainable Development Goals consumers globally, like you, who oil, not to mention undermining (SDGs), spearheaded by the UN2. the world’s soils, which the UN are willing to stand up for a better warns may have only 60 harvests world for animals, people and the Changing the game begins with left before they are gone1. environment. recognising the problem. Factory farming is what is wrong in our Our focus is on achieving massive food system, and is the very thing change by reaching a tipping TOGETHER WE CAN holding society back from a humane point where momentum for an SPARK A NEW ERA and sustainable existence. By end to factory farming becomes exposing factory farming for what With the help of our supporters, unstoppable and animals are truly it is, we will achieve the biggest we are changing the way society recognised as sentient beings, impact, and the greatest change for views factory farming, paving the reared in ways where they can the largest number of animals. In so way for a major shift in food policy. experience the joy of living. doing, we will bring a better future At the same time, we work to reduce for people too. as much animal suffering as possible YOU ARE AT THE HEART Sparking a new era in food and here and now. We expose the OF OUR STRATEGY farming is a big, bold vision but cruelties involved in factory farming This Strategic Plan sets out our we believe it can be achieved with as well as the hidden costs of ‘cheap’ vision for you. It goes on to explain visionary and determined people meat, dairy and eggs. the problems of factory farming like you beside us. Our strategy is based on achieving and Compassion’s solutions. It then major wins for animal welfare today summarises the current situation and by persuading food companies and what we plan to do, with your help, Valerie James, Chair of Trustees legislators to adopt higher welfare to make progress, including our solutions, like wholesale switches major goals, anticipated milestones to cage-free farming. In this way, and strategy map. You can also read many millions of animals will have about our approach and values and better lives. the vital role you play. Philip Lymbery, Chief Executive

* Whilst grain in the form of cereals is the principal form of animal feed, other important feed ingredients include soya, palm products (kernel and oil) and fish. 06 Strategic Plan 2018 - 2022

WHY DO WE NEED COMPASSION IN WORLD FARMING?

How cruelty to farm animals is wrecking the planet.

FARM ANIMALS ARE SUFFERING CASE STUDY: PIGS Over the last half century, The shift away from traditional pig Pigs reared for meat are the industrialisation of the farming to large-scale intensive often kept in barren, crowded countryside has led to farm systems has resulted in significant conditions; on slatted or animals disappearing from the concerns for the welfare of millions concrete floors without straw land to be caged, crammed of pigs throughout the world. for bedding or rooting. They have no access to outdoors and and confined in factory farms. In intensive systems, sows are will never experience fresh air This has had a devastating confined in narrow crates, unable or daylight. They are unable impact on animal welfare. to move freely, when they are to behave naturally and become pregnant and nursing their piglets. bored and frustrated. They They are deprived of almost all tend to fight and to bite natural behaviours; they cannot each other, sometimes causing explore, exercise, forage or severe injury, particularly to socialise. Most will never go their tails. 50BILLION outside in their lives. animals are reared for food in intensive farms​ each year Strategic Plan 2018 - 2022 07

95% OF JAGUARS GONE IN 50 YEARS OUR WILDLIFE IS DISAPPEARING

The ill treatment of billions of In the last 40 years, since the farm animals is inextricably widespread adoption of factory CASE STUDY: JAGUAR linked to the demise of farmland farming, the total number of birds, bees and butterflies, as wild mammals, birds, reptiles, Brazil is home to half the jaguars well as all sorts of iconic creatures amphibians and fish worldwide left in the world. Now their not associated with farming has halved4. numbers are shrinking as their at all: penguins, polar bears, About two-thirds of wildlife loss habitat is deforested to make elephants, jaguars, orang-utans is driven by food production5, way for soya plantations. 3 and rhinos . with industrial agriculture – So far, 13 million hectares of Factory farming sets off a cascade factory farming – the most South American land have been of cruelty and devastation. Farm damaging. hijacked to grow soya, largely animals are removed from the If we simply carry on as before, to feed industrially reared farm land into crowded sheds. Their scientists warn of a mass animals suffering across the EU. feed is grown in vast crop prairies, extinction event not seen since usually doused in artificial the dinosaurs. Species are fertilisers and chemical pesticides. already disappearing at a rate These intensive monocultures 1,000 times higher than would effectively cause the removal otherwise be the case6. Yet of many trees, bushes, hedges, the global livestock population wildflowers, seeds, insects, birds, is expected to near double by bees, bats and other wildlife, 2050, further intensifying pretty much removing all life but pressure on a natural world the crop. already in steep decline. 08 Strategic Plan 2018 - 2022

OUR ENVIRONMENT IS UNDER SERIOUS CASE STUDY: POLLUTION THREAT In the Gulf of Mexico, USA, The main cause of the dead there is an expanse of water zone – as big as a country the With nearly half the world’s so polluted that nothing lives. size of Wales – is the fertiliser, usable land surface devoted to Nearly all the oxygen is gone. It used on monocultures of crops in agriculture, the way we feed is the most notorious of many the Midwest, mainly for animal ourselves is now a dominant other ‘dead zones’ around the feed. Much of this is washed into activity on the planet, affecting world. rivers and streams, ending up in farm animal welfare as well as the Gulf. wildlife and the natural ecosystems Levels of nutrients in the Gulf on which human society depends. have been rising, causing the Since the 1960s, the number of phytoplankton to bloom, then dead zones worldwide has been Some 74 billion farm animals die and decay, sucking most of doubling every decade. are reared for food every the oxygen out, making the There are now more than 400 year, two-thirds of them factory water ‘hypoxic’. farmed, with numbers growing coastal dead zones in the world all the time. Together, they Shrimp are especially badly hit by – affecting a total area of some emit a seventh of all global the effects of the dead zone, as 95,000 square miles, or an area greenhouse gas emissions. the lack of oxygen kills them and as big as New Zealand. disrupts their migratory patterns.

LIVESTOCK FARMING ACCOUNTS FOR ALMOST 14.5% OF GLOBAL GREENHOUSE GAS EMISSIONS Strategic Plan 2018 - 2022 09

MEANWHILE, WE ARE WASTING OUR FOOD MORE THAN Factory farming is often justified on the basis of a looming food crisis. However, this overlooks the fact that we live in a world of abundance. According to United Nations statistics, enough food is already produced worldwide to feed nearly 16 billion people7. 1/3 Yet, so much food is wasted, not least in the inefficient use of harvests from OF THE WORLD’S CEREALS vast swathes of arable land to feed industrially-reared animals. – AND MOST OF ITS More than a third of the world’s cereals (and most of its soya) is fed to farm SOYA – IS FED TO animals, wasting more than two-thirds of the calories and protein in conversion FARM ANIMALS to meat, milk and eggs. This highlights the sheer inefficiency of feeding crops to farm animals that could be feeding people; or, more properly, from croplands that should be growing food directly for people. As it stands, an area of arable land equivalent to the entire area of the European Union (or half the United States) is devoted worldwide to growing cereals and soya for industrially-reared animals. Further expansion of arable land for crops to feed factory farms is likely to come at the expense of dwindling forests. In spite of all this, many policymakers support expansion of industrial farming, seemingly at any cost, condemning billions more farm animals to a life of misery and, at the same time, wrecking the Earth.

We will not stand by while factory farming devastates our farm animals, wildlife and environment and fails to feed the world. Join us and together we can usher in a new era in food and farming that benefits animals, people and the planet. ciwf.org 10 Strategic Plan 2018 - 2022

THE SOLUTiON: A WORLD BETTER FED WITHOUT FACTORY FARMING

Our message is simple: by ending factory farming, we will bring better lives to billions of farm animals and people, save wildlife from extinction, and leave a planet worth having as a legacy for our children. You can play a pivotal role in making this inspiring vision a reality.

CREATE HAPPIER, HEALTHIER FARM ANIMALS If we get rid of cruel factory farms and restore farm animals to the land in mixed rotational farms, there are huge benefits to be had. Free-ranging animals can express their natural behaviours – running, flapping, grazing – making for happier animals with better immunity, cutting down on the need for veterinary antibiotics and reducing the risk of disease. The simple fact is that rearing animals this way is better for them and healthier for us. Strategic Plan 2018 - 2022 11

“The restoration of ecosystems will not only increase the amount of food produced but also improve the state of the environment upon which food production is dependent.”

Achim Steiner, Executive Director, United Nations Environment Programme (UNEP)

BREATHE LIFE INTO OUR LANDSCAPES By returning to rotational farms and naturally-reared animals, we can bring a cascade of positive benefits for the environment too. CASE STUDY: BRINGING When free-range animals can wander fields and pasture, they BACK WILDLIFE help to regenerate soils. They re-engage the age-old nitrogen cycle where sunlight pushes up plants, eaten by animals whose droppings return nourishment to the soil. A third of what we eat relies on bees for pollination, yet Restoring farm animals to the land reduces the need for costly numbers have almost halved in buildings and infrastructure and will cut back our reliance the past 25 years in England. on chemical pesticides and fertilisers, so reducing costs to Researchers at the University farmers. It also encourages more wild plants, insects and other of Reading believe that Britain farmland wildlife. has less than a quarter of the Land-based farms offer a varied landscape, bursting with bees needed for the proper wildflowers, luring back indispensable pollinating insects like pollination of its crops, while bumblebees, as well as providing seeds and insects for a host of Europe only has two-thirds. birds and other wildlife. Monoculture farming and its reliance on chemical pesticides It also takes the pressure off a hard-pressed environment, is killing our meadows and requiring less water from rivers and aquifers, and reducing the flower-rich grasslands. This is need to fell forests to make way for more arable land. the trigger for a staggering loss of biodiversity and one of the biggest factors in the decline of bees. When we put animals back out on the land, in well-managed, mixed rotational farms, amazing things can happen. Landscapes start coming back to life. Wild flowers and meadows encourage wildlife to thrive. A recent project to re-introduce the short-haired bumblebee in the south of England saw the community and farmers work together to bring back hectares of flower-rich, wildlife friendly habitat, and the short-haired bumblebee is back too. 12 Strategic Plan 2018 - 2022

DELIVER ABUNDANT FOOD

“There is a need to Cereals are a big deal. They are for higher welfare, it could also go encourage a major the foundation of human nutrition a long way to feeding the world. worldwide, providing around half shift from current If we cut by half the amount of the total calories for humans of cereals and soya fed to farm industrial agriculture globally in the form of bread, rice animals, it would free up enough to transformative dishes, pizza, pasta and the like. food for an extra 2 billion people. activities such as However, the rise of factory This would swell the world’s food conservation agriculture farming has seen grain become the basket to feed the 9 billion people (agroecology).” staple diet of industrially-reared or so anticipated by 2050 without animals like pigs, chickens or cattle, the need for a hectare more of Hilal Elver, UN Special Rapporteur sparking a competition between farmland. on the right to food (2015). people and farm animals for food. Pigs and poultry also have a distinct It would be a much better use niche on mixed farms as nature’s of scarce arable land if it were great foragers and recyclers. Here devoted to growing food for they can glean part of their diet people, rearing animals on the from searching woodlands or existing pastures that cover a pasture for grubs or seeds, whilst quarter of the planet’s land eating crop residues, or food waste surface, or as part of mixed farms, (once properly treated) that would where grazing animals help otherwise go to landfill. This all to build soil fertility as part of helps to reduce the amount of the crop rotation. grain in their diet, making for a farming system more efficient at In this way, we would restore farm doing the essential job of providing animals to their ecological niche, food for people. converting things people can’t eat – grass and crop residues – into We therefore agree with the things which they can: meat, milk International Panel of Experts and eggs. on Sustainable Food Systems (IPES) 2016 report, which calls for Embracing regenerative, land-based a “shift from ‘industrial agriculture’ ways of keeping farm animals to diversified agro-ecological would not only provide the scope systems”.8 Strategic Plan 2018 - 2022 13

GO EASY ON THE MEAT There is a growing need to diversify the range of protein sources for “It would help if we people, reducing the overall amount of meat consumed. This would could put animals back promote healthier diets, reduce greenhouse gas emissions, help restore the natural environment, make it easier to feed a growing world into their ecological population and provide greater scope for the very best animal welfare. niche. Precious land, We therefore encourage governments and companies to adopt policies water and fertiliser aimed at reducing average meat consumption (including fish) in favour is spent growing grain, of better quality, non-factory farmed meat, milk and eggs, balanced with an increase in more plant-based foods or those from new technologies 50 per cent of which [in such as cell-culture meat. Europe] goes to animals Pasture-raised meat and milk is usually healthier, more nutritious; lower that are inefficient in saturated fats and higher in health-giving nutrients such as omega-3s. converters of energy9.” Consumers also have the power to change things three times a day Tim Lang, Professor of Food through their food choices; choosing pasture-fed, free-range or organic Policy, City University, London meat, milk and eggs, together with more plant-based foods, can make a real difference. By moving to post-industrial agriculture – where farm animals are kept on land-based farms, such as pasture-fed, free-range or organic, and the overall production of livestock products is reduced in favour of more plant-based alternatives – we can deliver a truly efficient food system for the benefit of animals, people and the planet.

This is our strategy for creating a world better fed without factory farming – BUT OUR PLAN NEEDS YOU. ciwf.org 14 Strategic Plan 2018 - 2022

WHERE ARE WE NOW?

A snapshot of attitudes and global trends.

Thanks to organisations like both of which continue to receive WE NEED TO COUNT Compassion and people like you, support from government policy farm animal welfare has become and subsidies. THE TRUE COST increasingly important. Regions particularly influential in One of the major obstacles to A solid base of legislation in Europe the rise of industrial farming include ending factory farming remains tackling some of the worst systems, Europe, US, China and South that the economics of industrial such as veal crates and barren battery America (particularly Brazil). These meat production don’t reflect the cages, is now being followed by regions are not only major agri- true costs involved. an international wave of major economic superpowers, but also Factors such as the impact on the corporate commitments. Some of the act as trend-setters for much of the environment and public health, world’s biggest and most influential world. The industrial meat industry resource depletion and cruelty to food companies have pledged, for has powerful ties in many countries, animals, aren’t reflected in the instance, to use only cage-free making legislation for farm animal price consumers pay. eggs or higher-welfare chicken. welfare often extremely difficult to achieve, underscoring the need for However, there is growing However, factory farming remains organisations like ours and people recognition of the true costs of the dominant force in agriculture, like you, who are demanding a factory farming in terms of its with a strong focus on increasing better way. intensive use of scarce resources production using intensive farming (land, water, oil), together with methods that are generally bad Tackling factory farming means the implications of a high-meat for animal welfare. There is much having influence in these key diet on human health. talk of ‘sustainable intensification’ regions and beyond. and ‘precision agriculture’ – terms Yet, much investment still goes that can add up to more factory into business-as-usual approaches, farming. They are backed by talk such as new chemical pesticides, of a need to produce more food to designed to perpetuate industrial keep pace with a growing global farming. population, an argument which BILLION This is despite projections showing conveniently overlooks the fact 74 that high-meat diets from industrial that there is plenty of food FARM ANIMALS ARE farming will continue to drive climate produced already – it’s what we REARED FOR FOOD EACH change, wildlife extinctions, resource do with it that matters. YEAR, TWO-THIRDS ON depletion, and human illness; and Meat consumption continues to rise FACTORY FARMS undermine our ability to produce globally, fuelled by factory farming, enough food in the future.

. THE TWO SIDES OF FACTORY FARMING Animals taken off the land...

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LET’S BE CLEAR ABOUT IT’S TIME TO THINK HOW WE WILL CLIMATE CHANGE TWICE ABOUT MEAT CHANGE THE GAME Climate change has been wrongly Eating less meat is starting As the leading international animal cited by some as a reason for more to become a mainstream concern welfare organisation pressing for an factory farming. They argue that to for ethical, environmental and end to factory farming, we are well reduce farming’s greenhouse gas health reasons. Increasingly, placed to link our rapidly growing (GHG) emissions, we need to organisations like WWF, audience of more than a million replace cattle and sheep with Greenpeace and Friends of voices with those of other groups factory farmed pigs and poultry. the Earth are becoming vocal (such as those concerned with the on the issue. Global companies environment or public health) However, well-managed pasture like Tyson12 are investing in who share our vision of a post- can store carbon in the soil. Soils meat alternatives. There has industrial agriculture. We aim to store four times more carbon than also been a major development involve ‘Goliaths’ like governments, the atmosphere10. at governmental level with major food companies and the Losses of carbon from chemically- China announcing a national United Nations in making change intensive use of soils, and land- target of halving meat happen. Enlisting the support use change from ploughing up consumption13. of both the public and policy grasslands and clearing forests, makers will be key to our success. At the same time, there is a constitute the second-largest growing appreciation of the Ours is a truly global objective source of carbon dioxide after benefits of better meat from and one that will see us working burning fossil fuels11. Increasing animals kept in higher welfare, with international agencies and pig and poultry production would land-based systems; farming organisations on the world stage further swell the demand for grain, that works with ecosystems to achieve our vision of widespread, leading to more intensification of rather than against them. post-industrial agriculture. crop production with further soil degradation, entailing substantial New technologies raise the GHG emissions. What’s more, prospect of meat being produced expanding croplands will cause without animals. ‘Cellular NEARLY deforestation with massive GHG agriculture’, also known as emissions and loss of wildlife. ‘clean’ or ‘lab-meat’ produced by cell culture, is attracting Changes in consumption are backing from forward-thinking essential; without a reduction 50% investors such as Bill Gates. in the amount of meat and dairy OF THE WORLD’S USABLE we eat, our diets alone will push Improvements in plant-based LAND SURFACE IS DEVOTED us over the Paris Agreement’s food alternatives to meat are TO AGRICULTURE targets, sparking catastrophic also becoming more prominent climate change. in the marketplace.

THE TWO SIDES OF FACTORY FARMING ...Land is deforested to grow animal feed

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WHAT WE WILL DO, TOGETHER

We will not rest until the biggest cause of animal cruelty – factory farming – is ended for the benefit of animals, people and the planet.

With your support, we will work on a number of fronts to alter the economic environment that allows factory farming to thrive.

WE WILL:

• Show that ending factory farming is key to humane and sustainable food.

• Push for a global agreement to end factory farming in favour of post- industrial agriculture.

• Convince intergovernmental agencies, such as the United Nations institutions, to support humane and sustainable farming policies.

• Encourage policies to reduce meat (including fish), milk and egg consumption in favour of protein diversification from plant-based alternatives.

• Strengthen legislation and enforcement on farm animal welfare with a particular focus on Europe and the UK.

• Persuade governments to adopt policies which incorporate the true cost of factory farming in the price of food.

• Persuade food companies to adopt higher-welfare products across their entire product ranges.

• Support producers who champion higher-welfare livestock practices.

• Enable consumers to make higher-welfare food choices through better information and honest labelling. Strategic Plan 2018 - 2022 17

OUR STRATEGY AND YOUR PART IN IT

The 2018-2022 five-year period will be crucial in spring-boarding our programme to end factory farming and usher in a new era of humane food and farming where farm animals are reared in higher-welfare conditions.

OUR PLAN IS BUILT ON THREE CHANGE GOALS:

1

To achieve recognition that global action is needed to end factory farming and reduce overall meat consumption in favour of post-industrial agriculture

2 3

To drive legislation to To drive better animal achieve better standards welfare standards in of animal welfare the global food supply through campaigning chain by working with and advocacy food companies 18 StrategicStrategic Plan Plan 2018 2018 - 2022 - 2022

OUR MILESTONES TO ENDING FACTORY FARMING

Our milestones set out the clear pathway we must take – with your support – to achieve our urgent and ambitious goal of ending factory farming.

By working together, we can remove the foundations of the factory farm regime: the use of cages, routine antibiotics, subsidies encouraging intensification, and lack of information about humane options for consumers. Pivotal to our success will be the establishment of an international agreement on post-industrial agriculture that sets global targets for ending industrial agriculture and reducing meat consumption. The following milestones show the changes we see as key to reaching a tipping point for ending factory farming – they also guide the work we do. StrategicStrategic Plan Plan 2018 2018 -- 2022 19

ENDING THE WORST PROGRESS TOWARD A DAWNING OF A OF FACTORY FARMING: BETTER FOOD SYSTEM: NEW ERA:

• An end to routine, • Government procurement policies • Robust breeds of animal non-therapeutic antibiotic are introduced to encourage (particularly slow-growing use for farm animals in consumption of less and better breeds of chicken), fit for Europe by 2022 and in the meat, milk and eggs from pasture- purpose and suited to locality, US by 2025. fed, free-range or organic systems, are adopted as standard • An end to routine mutilations by 2022. by 2035. in Europe and the US by 2025. • The impact of factory farming to • Government policies and • An end to all cages and other the environment, wildlife, climate, financial subsidy regimes shift close confinement systems in food quality and food security is from supporting industrial to Europe and the US by 2030. recognised by societal leaders extensive land-based farming by 2025. by 2035. • The true cost of factory-farmed • Feeding of human-edible crops produce is recognised by key to farm animals is reduced governments at policy level by half (compared with 2015 by 2025. baseline figures) in Europe by 2035, and globally by 2050. • Mandatory labelling according to method of production is introduced • The production and in Europe by 2025. consumption of meat (including fish), milk and eggs from • Major companies switch supply farmed animals is reduced by chains from factory-farmed to 50 per cent in high-consuming pasture-fed, free-range and organic nations by 2035 and by half produce by 2030. globally (against 2015 baseline • Key governments and major food figures) by 2050. companies set consumption targets for new and diverse sources of protein, including cell-culture meat and plant-based alternatives to meat, milk and eggs, by 2030. • Global agreement to end factory farming in favour of regenerative agriculture. 20 Strategic Plan 2018 - 2022

OUR STRATEGY MAP

CHANGE GOALS CHANGE GOAL 1 What are the big To achieve recognition that global action is needed to end factory changes that we want farming and reduce overall meat consumption in favour of to make? post-industrial agriculture

STAKEHOLDERS S1 S2 S3 To inspire, engage To convince policy makers To harness scientific, What do we need to and mobilise civil to support post-industrial veterinary and academic achieve regarding key society organisations agriculture and meat champions for ending stakeholders? to champion ending reduction targets factory farming factory farming (NGOs, (the UN, IGOs, govts , (experts) coalition partners) investors)

CAPACITIES C1 C2 C3 To excel at promoting To showcase and inspire To develop an What internal policy targets on a world-class evidence international governance processes do we need eating less and better base and solutions that model that best suits an to excel at? meat, milk and eggs promote post-industrial expanding international agriculture organisation with an increasingly global focus

LEARNING & GROWTH L1 L2 L3 To develop To train and deliver To develop an army How should we improve expertise in international expertise of international spokes- our human capital? coalition building in farm animal welfare people leading and high level and recognition of the charge on the influence the impact of global stage factory farming

R1 R2 RESOURCES To attract, develop and retain a To develop and implement “future What resources do diverse, high-performing staff and fit” systems and processes to enable we need? trustee team relentlessly committed Compassion as an agile, expanding to ending factory farming international organisation Strategic Plan 2018 - 2022 21

CHANGE GOAL 2 CHANGE GOAL 3 To drive legislation to achieve better standards To drive better animal welfare standards in of animal welfare through campaigning the global food supply chain by working with and advocacy food companies

S4 S5 S6 S7 S8 To encourage To mobilise a To inspire To challenge To harness food technologies that global movement transformational European institutions industry power improve the welfare to change political support and long-term and governments to achieve higher of farmed animals or and corporate policy engagement from to introduce, animal welfare replace them in the (citizens, consumers) supporters and funders strengthen and standards food system (innovators, worldwide (supporters, enforce legislation (food industry) technologists) high value donors) (governments)

C4 C5 C6 C7 To excel at To fearlessly expose cruel To shape compelling and To convene multi- demonstrating animal and shocking practices visionary campaigns and stakeholder groups that sentience and the and the true cost of narratives that deliver result in supply chain need for positive factory farming large-scale shifts in public solutions for higher animal welfare to people, planet awareness and inspire animal welfare and animals activism and philanthropy

L4 L5 L6 To build an agile, responsive To excel at cultivating long-term To lead innovative, integrated global team that works smartly relationships with supporters, public campaigning, corporate across geographical boundaries global philanthropists and major engagement and fundraising funding institutions worldwide

R3 R4 To provide the legal, management and operational To generate transformational net income from capacity for running an expanding network of diverse, international sources international staff and legal entities 22

OUR APPROACH

We are an animal welfare society. We work with specialist organisations We strive to achieve the greatest in these related fields where our impact for animal welfare. objectives coincide. We are passionate pragmatists, We see political reform as driving campaigning against cruelty. change and consolidating changes in attitudes and behaviours. We are relentlessly focused on ending factory farming. We aim to convert, rather than coerce, food companies to recognise the need We are mobilising a growing for change. movement of concerned citizens, consumers and other stakeholders We celebrate those companies who to campaign for higher welfare make real progress for animal welfare, policy changes by governments and but we do not run an assurance companies toward a tipping point scheme or endorse individual livestock that will end factory farming (see products. diagram below). We see factory farming as driving over- We engage with all of the issues consumption of meat, which in turn associated with factory farming, drives more factory farming. including the environment, pollution, We therefore recommend reducing human health, and threats to global consumption of meat, dairy wildlife, as well as cruelty and and eggs, consuming more plants sentience, in order to gain greatest and only humanely-produced leverage for change. animal products.

TIPPING POINT = ENDING FACTORY FARMING

EU Top 10 INFLUENCING (etc.) global INFLUENCING

POLITICAL National Multi- CORPORATE government nationals

POLICY Think tanks Momentum as POLICY and academia competitors move

Civil society: NGOs Food company policy and grass roots groups commitments raise the bar

Mass of individual citizens And individual consumers

GROWING SOCIAL MOVEMENT Strategic Plan 2018 - 2022 23

We provide information to allow consumers to make informed choices and do not promote animals or their products OUR CORE VALUES as food. We strive to unite the broadest possible Championing animal sentience movement of supporters, regardless of Farm animals are sentient beings and can personal dietary choices, to bring about change. experience joy and wellbeing, as well as pain We campaign at national and global level, and suffering. being active where we can gain greatest influence; Europe, the US, China, India, Promoting compassion South America and South Africa. All farm animals should be treated with We aim to gain maximum influence with compassion and respect. intergovernmental agencies, including the United Nations (based in Geneva, Nairobi, New York, Rome and Vienna) and key Advancing humane and sustainable farming regional and national governments. We advocate a pioneering approach to food that We are strategically focused on reducing benefits farm animals, and thereby people and as much animal suffering as possible, the planet too. remaining nimble enough to seize opportunities, and seeking to grow our organisation only in ways that deliver Focusing on impact greater impact. Our objectives-led campaigns aim to achieve the We aim to devote 80% of our resources to greatest impact for animals. priority programmes; the remaining 20% on tackling issues of a reactive or country- Acting with integrity specific nature. We communicate honestly and in a principled We value the essential contributions of our staff, trustees, volunteers, supporters manner. and all who we engage with, acting with integrity, compassion and fairness. Facts and science We aim for a more transparent economic Our work is backed by scientific evidence, sound environment, whereby the true cost of research and best practice. production is reflected in the price of the food. Accountability We persuade food companies to switch to higher welfare alternatives to battery We make efficient and measurable use of eggs, factory-farmed meat etc. and thereby resources, reporting openly on our work. create the market for cage-free, pasture- fed, free-range and organic produce. We work with governments to develop subsidies and tax measures that favour post-industrial agriculture, as well as outlawing the worst systems and practices. We champion pioneers of the new sustainable food culture, such as pasture- fed livestock producers, free-range dairy, cell-culture meat technologies and the development of alternative plant-based sources of protein. 24 Strategic Plan 2018 - 2022

OUR TRACK RECORD

Throughout our 50-year history, Compassion in World Farming has gained a reputation for being the organisation that gets things done.

Founded by a dairy farmer, we OUR KEY SUCCESSES INCLUDE: have driven reforms of some of the worst excesses of the factory farm regime. One billion farm animals a

Together with our amazing year are set to benefit from

supporters, we have achieved higher welfare due to the

bans on barren battery cages commitments secured through and veal crates in Europe, our corporate engagement work as well as gaining legal (2007-2017). recognition of animals as sentient beings, capable of experiencing suffering or joy. Ongoing change in the food We are a strong, determined industry by engagement and growing voice globally, work with over 800 companies, with about a hundred staff and including Walmart, Tesco, offices in 12 countries: Brussels, Carrefour, Ahold Delhaize, Czech Republic, China, France, McDonald’s, Panera, Chipotle, Italy, the Netherlands, Poland, Subway, Compass Group, Spain, South Africa, Sweden, Aramark, Unilever, Mondelez the US and the UK, where we International, Danone, Premier are headquartered. Foods, Barilla, and Woolworths Every one of us is dedicated (South Africa). to bringing better lives to animals and people. Thanks to our relentless focus on ending factory farming – and the A million pigs a year in determined, compassionate China are set to benefit from people who support us – we higher welfare as a result of continue to make great strides. our ground-breaking pilot work with Chinese producers (2014-2016).

Pioneering the first league table of major food companies – the Business Benchmark on Farm Animal Welfare – aimed at engaging the investment community and driving change. Strategic Plan 2018 - 2022 25

An historic vote in the European Parliament in favour of better welfare for farmed rabbits (2017).

An all-industry voluntary agreement that ended large-scale exports of male dairy calves from the UK OUR KEY SUCCESSES INCLUDE: (2006).

UK live exports have plummeted from 2.5 million farm animals to 50,000 a year.

Helping to secure recognition in the case law of the World Trade Organisation (WTO) that animal welfare is a genuine moral concern that can justify trade restrictions under WTO rules.

Legal recognition in the EU of animals as sentient beings, capable of feeling pain and suffering (1997).

Landmark reforms including UK and EU bans on veal crates for calves (1990/2007), sow stalls for pregnant pigs (1999/2013) and barren battery cages for laying hens (2012).

Compulsory labelling of eggs across the EU, so customers can easily see the system used to produce them – whether it be caged, barn, free range, or organic.

Exposing the realities of factory farming and bringing the plight of farm animals to the attention of the world’s media through hard- hitting investigations. 26 Strategic Plan 2018 - 2022

WHAT IS ANIMAL WELFARE?

ANIMAL WELFARE IS ABOUT ENSURING THE “The simplest and WELLBEING OF THE INDIVIDUAL ANIMAL best definition of This involves the physical and mental well-being of the animal, as well as good welfare is fit allowing for the expression of normal behaviours. and happy.” The welfare of an animal therefore can be described as good or high if the John Webster, Professor individual is fit, healthy and happy, having what they want and need. Emeritus of Animal Truly high welfare is more than the absence of suffering. It should also allow Husbandry at the University animals to enjoy positive experiences; to experience the joy of life. of Bristol (UK) We believe that every farm animal should have a life worth living and be given the opportunity for a good life. WHAT IS FACTORY FARMING?

“A system of rearing livestock using highly intensive methods, by which poultry, pigs, or cattle are confined indoors under strictly controlled conditions.” English Oxford Dictionary14

FACTORY FARMING IS THE GRAIN-FEEDING OF CONFINED ANIMALS.*

It involves keeping animals in barren environments such as cages and crates where they may not be able to turn around, or crowding them into hangar-like sheds or confining them in feedlots. Fast-growing or high-producing breeds of animal, prone to painful production-related diseases, are often reared in cramped conditions. Mutilations such as tail-docking or beak-trimming are frequently used as a way of altering the animals to make them fit a bad husbandry system, rather than altering the system to suit the animal. This factory-style ‘intensive’ rearing is resource-intensive and treats animals as production machines rather than individual sentient beings with welfare needs. It also involves the use of vast acreages of land elsewhere to grow animal feed, much of it produced using chemical pesticides and artificial fertilisers. As well as poultry, pigs and cattle, a host of other species can be factory farmed, including fish, rabbits and sheep.

TOGETHER, WE CAN END ANIMAL SUFFERING AND CREATE A NEW ERA IN FOOD AND FARMING. ciwf.org

* Whilst grain in the form of cereals is the principal form of animal feed, other important feed ingredients include soya, palm products (kernel and oil) and fish. 28 StrategicStrategic Plan Plan 2018 2018 - 2022 - 2022

OUR PLAN NEEDS YOU

The evidence is irrefutable. Factory farming causes unimaginable suffering for billions of farm animals around the world. It wipes out wildlife and devastates our environment – all without providing the sustainable food our growing populations need. It is a cruel system and it is failing.

Our five-year strategy paves the way to a new era in food and farming: a post-industrial agriculture where life is vastly better for farm animals worldwide, where less meat is consumed and © Mick Kavanagh Photography where people, wildlife and the planet thrive.

Yes, it is a bold and audacious vision; there isn’t time for anything less. But we can’t deliver it alone. An idea on this scale needs people with equally big vision to drive it forward and help make it a reality.

I hope you will join us in sparking a new era in food and farming. Together, we can take this five-year plan and turn it into a landmark piece of history: the moment in time when humanity woke up to the need for a compassionate and regenerative food system, and made it happen.

Philip Lymbery Chief Executive

Strategic Plan 2018 - 2022 29

OUR PLAN NEEDS YOU together: our big ‘five in five’ objectives

Between 2018 and 2022, with your support, we aim to achieve the following five major objectives:

A further 1.5 billion farm animals set to benefit from better 1  welfare due to corporate and government policy commitments.

Measurable progress toward a global agreement on 2  post-industrial agriculture by establishing lobbying capacity, infrastructure and influence with the United Nations and other key stakeholders.

Policy measures by key governments, major food companies and 3  influential bodies (such as the UN) to encourage the consumption of less and better meat (including fish), milk and eggs.

4  To grow our movement to 10 million ‘voices’ for change. To increase our capacity to influence greater change by doubling 5  our global income to £15 million annually. 30 Strategic Plan 2018 - 2022

A NOTE ON REFERENCES

DOCUMENTATION 1 Arsenault, C., Only 60 years of farming 7 For crop and animal production: AND REVIEW left if soil degradation continues. FAOSTAT: Production database: production Scientific American. 5th December 2014. data for crops primary, crops processed, This Strategic Plan charts a course http://www.scientificamerican.com/article/ livestock primary. Production data from only-60-years-of-farming-left-if-soil- to 2022 with specific targets 2012-2014 period as available on database. degradation-continues/ For calorific values: FAOSTAT Food supply and objectives. It hereby sets 2 United Nations Department of database: Food balance and food supply. out a strategic direction for Economic and Social Affairs. Sustainable People fed calculated as 2250 kcal per the next 10 years, allowing the Development Knowledge Platform. person per day for one year. http:// organisation to gear up with a Sutainable Development Goals. faostat3.fao.org/home/ clear vision toward achieving its https://sustainabledevelopment.un. 8 IPES-Food. From uniformity to diversity: ambitious goals. org/sdgs a paradigm shift from industrial 3 Lymbery, P., Dead Zone: Where the agriculture to diversified agroecological The Strategic Plan is a high-level wild things were. 2017. Bloomsbury: systems. International Panel of Experts summary that will guide the London on Sustainable Food systems. June 2016. http://www.ipes-food.org/images/ organisation’s work at all levels. 4 McLellan, R., Lyengar, L., Jeffries, Reports/UniformityToDiversity_Full It is supported by the development B. and N. Oerlemans (Eds)., Living Report.pdf of the following: Planet Report 2014: species and spaces, 9 Cooper, C., Independent. The people and places, WWF, 2014. http:// Conversation: Tim Lang, Professor of • Five-year Operating Plan – with www.worldwildlife.org/publications/ Food Policy. 3rd May 2013. http://www. detailed programme strategies, living-planet-report-2014; Bringezu, S., independent.co.uk/life-style/food-and- Schütz, H., Pengue, W., O’Brien, M., operational requirements, drink/features/the-conversation-tim-lang- Garcia, F., Sims, R., Howarth, R W., budgets and dashboard of key professor-of-food-policy-8599829.html Kauppi, L., Swilling, M. and Herrick, performance indicators against J. (leading authors), Assessing Global 10 Science Daily Impact of temperature specific objectives; Land Use: Balancing Consumption With on belowground soil decomposition. Sustainable Supply, UNEP International 23rd September 2014. https:// • Five-year Fundraising Plan – Resource Panel, 2013. http://www. www.sciencedaily.com/ setting out the resource needs unep.org/resourcepanel/Portals/24102/ releases/2014/09/140923142731.htm of the organisation and how PDFs/Summary-English.pdf; Owen, 11 Sauven, John, The Guardian Why meat J., Farming Claims Almost Half Earth’s these will be met; eaters should think much more about soil. Land, News Maps Show, National 16th May 2017. https://www.theguardian. • Five-year Financial Plan – Geographic News, 9 December 2005, com/commentisfree/2017/may/16/meat- http://news.nationalgeographic.com/ showing how the business will eaters-soil-degradation-over-grazing i manage its budget, scenario news/2005/12/1209_051209_crops_ map.html 12 Forbes, 2016. https://www.forbes. planning and portfolio of risk to com/sites/maggiemcgrath/2016/12/05/ 5 Secretariat of the Convention on best effect. in-a-hedge-against-a-meatless-future- Biological Diversity. Global Biodiversity tyson-foods-launches-150-million-vc- Progress against this Strategic Plan Outlook 4. 2014. Montréal, 155 pages, fund/#5f506c3435b2 will be monitored by the Board of accessed at: https://www.cbd.int/gbo/gbo4/ 13 Trustees on a quarterly basis. publication/gbo4-en.pdf The Guardian, 2016. https://www. 6 Penn, Dustin J., Mysterud, Iver, theguardian.com/world/2016/jun/ The Strategic Plan will be revised Evolutionary Perspectives on 20/chinas-meat-consumption-climate- in May 2021. Environmental Problems. 9th February change 2007. https://www.amazon.com/ 14 English Oxford Living Dictionaries Evolutionary-Perspectives-Environmental- https://en.oxforddictionaries.com/ Problems-Dustin/dp/0202307557 definition/factory_farming

For further practical and economic information on higher-welfare farming solutions, see Compassion’s new ‘Case Studies for Post-industrial Agriculture’ at ciwf.org.uk/ research/solutions

Photos throughout © iStock / Bigstock / Shutterstock / Compassion in World Farming Strategic Plan 2018 - 2022 13 HOW YOU CAN HELP END FACTORY FARMING WORLDWIDE

To find out more about our work, how to get involved or to fund our programmes: VISIT CIWF.ORG Tel +44 (0) 1483 521 950 (Monday to Friday, 9am – 5pm) Email: [email protected] Compassion in World Farming River Court, Mill Lane, Godalming, Surrey, GU7 1EZ, UK

“Never doubt that a small group of thoughtful, committed individuals can change the world, indeed it’s the only thing that ever has.”

Margaret Mead, author

Compassion in World Farming is a registered charity in England and Wales, registered charity number 1095050; and a company limited by guarantee in England and Wales, registered company number 4590804.